BP is launching its private label brand, “Epic Goods” with over 50 products that will be sold exclusively at BP’s U.S. convenience retail brands: ampm, Thorntons and TravelCenters of America, according to a press release.

“With this launch BP uncovers a remarkable opportunity to set its retail offering apart and create new avenues to develop and deepen guest loyalty. Building on the successful introduction of Epic Goods to the industry in 2024, guests will enjoy even more products in additional categories and promotional efforts in 1,500 stores across 46 states,” the retailer said.

Some of the packaged goods include gummy candies, chocolates, salty snacks, packaged beverages and more.

“We are excited to build on the rollout of Epic Goods that began last year,” said Lisa Blalock, president, BP US convenience & mobility. “Epic Goods is a distinct and exclusive brand featuring a range of high-quality, unique products that can only be found at our retail locations, across ampm, Thorntons and TravelCenters of America. We are focused on introducing new and unique products that taste great, meet our guests’ everyday needs and give them another reason to visit our stores.”

The retailer also said that to further strengthen BP's portfolio of brands, Epic Goods has partnered with Castrol to offer a line of motor oils.

Earlier this year, NACS Daily reported that sales of private label store brands hit a record $271 billion last year, increasing $9 billion from 2023.

The Private Label Manufacturers Association (PLMA) said that represents a 3.9% rise in dollar sales in all outlets from January 8 to December 29, 2024, versus the same period in 2023. Private label growth outpaced national brands, which grew 1% in dollar sales.

“Over the past four years, annual store brand dollar sales have increased by over $51 billion, a 23.6% gain. In addition, since 2021, store brand unit sales rose 2.3%, while national brands fell 6.8%,” wrote PLMA.